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Justine Moore: How an Overweight Teen Transformed Into a Fitness Phenomenon

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Justine Moore

Justine Moore was your typical high school student. She was active in school, enjoyed music, played piano, guitar and sang in her high school choir. Despite these tremendous accomplishments, she was an overweight teen who struggled with her weight.

Her freshman year of college her diet consisted mostly of candy, Pop Tarts, pizza, diet soda, alcohol and sugary coffee drinks. She didn’t see the inside of a gym beyond once a year. When she came home from school for the summer after her freshmen year in college she was unhappy with her appearance. She gained 25 pounds her freshmen year. When she went back to school the following fall semester, she got a job at a local gym where she began reading fitness magazines. Determined to change her appearance and focus on fitness, she committed herself to getting into shape.

Now, just a few years later, Justine has become an award-winning fitness competitor, entrepreneur, author, fitness coach and a social media phenomenon! With over 1.5 million social media followers, her legion of fans crosses the globe.

This is her story:

Q: Commitment to a diet, a workout routine or any lofty goal is extremely difficult. When you fell in love with fitness after being inspired by models and competitors in fitness magazines, what allowed you to follow through and stay committed?

A: Initially setting a goal to compete forced me to commit 100% to my diet and workout routine. Even still today, although I no longer compete, I think it is SO important to set very clear goals. Goals should be specific, have a deadline, and should also include your game plan for exactly how you plan to reach them.

Q: Prior to entering the world of fitness, did you ever see yourself doing this for a living and what were your career goals prior?

A: Not at all! Growing up I was overweight and far from athletic. In high school I was extremely dedicated to music - I played piano and guitar, took voice lessons, dance, and was active in two choirs. I thought music would be my career path, but I always knew I did not want the “norm” as in a typical 9-5 job. I always wanted to do something special and be my own boss.

Q: For those who are unfamiliar but interested, can you explain the process of entering into a fitness figure competition?

A: Competing can be a wonderful experience when done the right way, for the right reasons. I think all competitors should do it for THEMSELVES, not for a trophy or accolades (at least not initially).

If you are interested in competing the first thing I recommend doing is attending a local show, to see what it is really like, up close and personal. Next I would highly recommend hiring a coach. Do your research to find a coach who is knowledgeable, experienced, has credentials and happy existing clientele. A good coach will guide you through the entire process - taking all the guess work out so you can just focus on your diet, training and posing.

Q: How has fitness and your career in the industry changed your life?

A: Fitness and choosing this career path has completely changed my life in every way. One of the biggest changes is in my self-worth. I view myself differently now, after overcoming so many obstacles throughout my journey- both physical and mental. Pushing forward and reaching goals builds so much confidence and inner strength.

Q: As a fitness expert what have you found to be the most rewarding benefit of incorporating health and fitness into your lifestyle beyond enhancing your physical appearance?

A: I consider exercise to be my “medication.” I need it to feel happy, productive, clear headed and centered. Also fitness shows us that our behavior and our choices DO make a difference.

Q: In just the last 5 years you've accomplished so much: you've published a book, signed with MET-Rx as an official team athlete and you started a personal training and nutrition coaching business. Did you ever imagine 5 years ago that you'd evolve into an entrepreneur?

A: Honestly, yes. That was always my goal since the day I started out in fitness. I didn’t want to just compete and model - I wanted to be more than a pretty face or an “in-shape” body. I always wanted to build my “empire.” And I’m just getting started!

Q: What inspired you to publish a book, and for those who are unfamiliar what's it about?

A: It was a proud moment this past November when I released my first book, The JustineFit Recipe Book. This book was something I had talked about for years and finally put that dream into action last summer.

Over the years of dieting for competitions and photo shoots I became very creative in the kitchen - creating healthy versions of my favorite foods like pancakes, pizza, cheesecake, etc. My Mom is also a phenomenal cook, and has a passion for nutrition as well. So we teamed up to produce the book which contains 55 fitness-friendly recipes that prove eating right does NOT have to mean eating bland, boring food.

I am super pleased with how the book turned out and have gotten such amazing feedback since the release! The book is available in eBook format only, and can be purchased on my website:

Q: As a personal trainer and nutrition coach, what specific services do you offer to help your clients meet their fitness goals?

A: I offer customized training programs and meals plan to clients all over the world through my website: Every one of my clients gets individualized attention with a program designed for their specific goals, lifestyle and body type, as well as support and motivation through our check in’s, done by
phone or email. I have seen such great success with the online programs because it takes the guesswork out for my clients - they know EXACTLY what to do, and they also have to stay accountable with regular check in’s.

Q: Your business and your brand is so impressive. With over a million social media followers you've built a loyal following of fans. How did you do it?

A: I don’t have a real answer for that. Since Day One I have always been 100% honest and genuine in sharing my journey with others. I also am mission-driven, not money-driven, so I’ve never “sold out”... I truly care about my followers and I truly want to make a positive impact on as many people as possible. My faith is a big part of who I am, and I truly believe this was meant to be my path, to share my knowledge and passion to help others.

Q: How has your social media following helped you build your business and personal brand?

A: My social media following has definitely opened up a lot of doors for me, as far as sponsorships, partnerships and endorsements.

It also gives me a platform to connect with people all over the world... It is truly amazing that I have clients in countries I’ve never even traveled to, and my eBook is being read all over the globe!

Q: Any exciting plans for the future?

A: Oh yes! I am extremely excited to say I will soon be releasing the Justine Moore Fitness App. It will be released in late July or early August, and it’s something I just can’t wait to share with my following.

I’ve also partnered with a wonderful brand in something outside of fitness... But still in the realm of helping people be their best! More to come on that so stay tuned!

Q: Any advice you can offer to those looking to build a business or a personal brand out of their passion on or offline?

A: It won’t be easy - but if it’s really something you want it WILL be worth it. Building a business requires patience, sacrifice, relentless drive and persistence, and the willingness to step outside of your comfort zone, elevate yourself, and go above and beyond to see your dream become a reality. It is not for everyone, but I am so blessed to live life on my own terms- and I wouldn’t have it any other way!


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